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Premium TV Trends 2014: The year of 4K UHD?

  • January 2014
  • -
  • MarketLine
  • -
  • 24 pages

Introduction

The TV industry has struggled to innovate in recent years, with such features as 3D failing to take off. As a result, many manufacturers, such as Sony, Samsung and LG, have focused on UHD resolution and form factor changes in an attempt to boost TV sales. This case study identifies current trends in the TV market, the strategy behind them and what impact they are likely to have in 2014 and beyond.

Features and benefits

* This case study looks at incumbent TV manufacturers' move towards 4K UHD resolution and their reasons for doing so.
* This report examines the roles of 4K UHD and form factor as means of premium differentiation in the TV industry and analyzes their potential impact.

Highlights

Declining TV shipments have hit the likes of Sony, whose home entertainment & sound division has suffered consecutive yearly operating losses. To compound the situation, Sony is also losing market share to Korean powerhouses Samsung and LG, although these strong leaders are also under pressure amidst cheaper offerings from rivals.
Curved OLED TVs currently offer the largest degree of premiumization in the US, where both LG and Samsung released 55-inch curved OLED TVs in 2013 that lacked UHD resolution.
One of the major factors inhibiting a wide adoption of UHD TVs is the lack of current, native content. Interestingly, on of the most notable steps forward in terms of delivery of UHD video content has come at the hands of Netflix, Inc., an online video streaming provider.

Your key questions answered

* Why have TV manufacturers made the move to 4K UHD?
* What is holding the 4K UHD sector back at present, and what will encourage consumer uptake?
* How have major TV manufacturers used form factor in order to premiumize their offerings?

Table Of Contents

Premium TV Trends 2014: The year of 4K UHD?
OVERVIEW
Catalyst
Summary
TV MANUFACTURERS ARE STRUGGLING
Falling TV shipments have hit revenues
Market leaders will face further pressure
Past attempts at 3D premiumization have not taken off
UHD IS DRIVING THE INDUSTRY FORWARD
4K UHD is the next generation of consumer TV resolution
Most manufacturers have unveiled a UHD TV
Price competition is already an ongoing issue
FORM FACTOR CHANGES WILL DRIVE PREMIUMIZATION
Curved OLED commands a greater premium than UHD
Samsung and LG are now merging UHD, curved screens and OLED to drive premiumization
TVs are getting bigger
UHD'S SUCCESS WILL RELY ON CONTENT
UHD native video content is expensive and almost non-existent at present
Netflix and streaming will dominate UHD content in 2014
Partnerships will lead to streaming-capable Smart UHD TVs
Samsung has expanded its UHD HDD offering
CONCLUSIONS
UHD has arrived, but its success is reliant on other factors
APPENDIX
Definitions
Sources
Further Reading
Ask the analyst
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